MARKETING COMMUNICATION OF SUSTAINABLE GREEN COMMUNITY CONCEPT OF BANG MUANG SUBDISTRICT MUNICIPALITY COMMUNITY

Abstract

The purpose of this study is to examine the patterns and techniques of marketing communications for the sustainable green community concept in the Bang Muang sub-district municipal community, as well as the considerations for media selection and future trends in marketing communications. Bang Muang sub-district municipal community has a combination of lifestyles in a semi-urban style. Therefore, there is an opportunity for the community to come out and share their opinions. Participate in reducing the impact of human activities on the environment and preserving natural resources so that they can grow along with the development of the urban community. This study employs a mixed-methods approach, utilizing both quantitative and qualitative research methodologies. Quantitatively, a sample of 400 villagers in the Bang Muang sub-district of the Bang Yai District in the Nonthaburi Province was selected through simple random sampling. Data was collected using questionnaires and analyzed using descriptive statistics, including the average frequency, percentage, and standard deviation. Qualitatively, in-depth interviews were conducted with a purposive sample of 37 samples. The data was analyzed through descriptive writing methods and content analysis, and conclusions were drawn based on consistency and causality.
The research revealed that individuals are gravitating towards online communication methods, particularly social media platforms such as Facebook, TikTok, Line, and YouTube, leading to a decline in offline marketing efforts. Marketers and media planners are also adapting to this shift in media usage, recognizing the importance of both online and offline marketing communications. The Bang Muang municipality community has embraced the sustainable green community concept in marketing communication, focusing on creating a circular economy through community markets and income sources. This approach is crucial for the development of the community and improvement of the quality of life. To ensure the success of the marketing strategy, the first step is to embrace the marketing challenge. This involves conducting a market analysis to align with the goals of marketing communications. Then, a team meeting should be held to establish objectives, media usage strategies, marketing campaigns, and a budget to guide the planning process in a cohesive manner. The media planning and marketing communication process should clearly define the goals and style of marketing communications, including the selection of media, design and production, dissemination, and evaluation of effectiveness. The target audience is a key consideration in media selection, considering factors such as the product or service and audience receptiveness to different media.